What's with the fish?
A lot of people ask us about this. In fact, it's probably one of Equivio's best-kept secrets (and likely the only one that's not patent protected...). In any case, we chose the goldfish image because the goldfish are near-duplicates. (That's true, of course, from the human point of view. If you happen to be a goldfish, you'll view each of your friends in the aquarium as a very unique individual.)
And "Equivio"?
Equivio derives from the word equivalence. We focus on identifying documents that contain equivalent (that is, redundant) information. This allows people to review just the unique documents in a collection, and within those documents, to review just the unique data. | 
